The TLG Company’s Sustainable Marketing


Sustainable marketing is a concept in which a company’s marketing is carried out while taking environmental and social factors into account. In other words, it is a type of marketing where an organization uses products and services that respects the environment and social aspects (Armstrong & Kotler, 2021). Additionally, according to Sheth & Parvatiyar (2021), the primary aim of sustainable marketing is to enhance the quality of life by promoting products, services, and ideas that safeguard the environment. With the increase in environmental problems, society is becoming more conscious and facing challenges. When an organization focuses on sustainable practices, especially through its marketing, they get brand visibility and customers who believe in the message.

It can be stated that TLG practices sustainable marketing because it engages in environmental protection and offers social support. The company has earned its reputation through its stance on protecting the environment (Armstrong & Kotler, 2021). TLG has raised standards for itself and its vendors when it comes to aspects such as lowering carbon emissions, pollution, and waste. TLG has also organized its social responsibility goals around children, people, and the environment. The company’s practices fit the profile of a sustainable business practitioner because they put all of their stakeholders in the best possible position, from employment practices to social considerations and finally to environmental. As a result, TLG practices fit the profile of a sustainable organization in the market.

The five sustainable marketing principles are consumer-oriented, customer value, innovative, sense-of-mission, and societal marketing. The principle that best describes TLG’s approach is sense-of-mission marketing. This type of marketing guides the organization to define an expansive vision and mission that addresses a society’s interest rather than the product and services they offer to consumers (Armstrong & Kotler, 2021). The broad mission gives TLG a succinct, long-term focus and promotes the best interest of consumers as well as that of its brand. For example, one of the pillars that drives TLG’s practices is to ensure that the world is safe for children to inherit. As a result, the organization tends to align with the long-term interests of consumers in ensuring that the world is safe and conducive for posterity.

TLG’s Competitive Advantages

The first TLG’s competitive advantage is its achievement in the market. One of the achievements is becoming a global toy market leader. The company has achieved a high market share by selling toys (Armstrong & Kotler, 2021). The second achievement is TLG’s commitment to social responsibility. This has helped enhance public trust and makes the organization more attractive to employees and consumers in the business environment. For instance, through a study carried out by Reputation Institute, LEGO led other companies to believe that it behaves ethically, promotes fairness and transparency, and supports worthy courses (Armstrong & Kotler, 2021). The company also led in the perception that it is committed to protecting the environment. Therefore, the success of TLG has made the company attractive in the eyes of consumers and other stakeholders in the market.

The second TLG’s competitive advantage is its strong vision statement. This helped provide a focal point that aligns all the stakeholders to the organization, which ensures that everyone is working towards a common purpose (Armstrong & Kotler, 2021). The vision of TLG is “to inspire and develop the builders of tomorrow” (LEGO, 2021). The company is committed to inspiring children through the power of play. It ensures that children’s abilities are effectively developed for a better future. In addition to the development of children, TLG is working towards protecting the environment to make sure that child inherits a world that is safe (Armstrong & Kotler, 2021). Therefore, the company’s practices are geared towards safeguarding the environment. This means that the competitive advantage of TLG is based on its strong vision that captures its interest and that of the society of protecting the future.

The steps of analyzing TLG’s competitors include identifying, assessing, and selecting. The first step is to identify the company’s competitors in the market (Armstrong & Kotler, 2021). This involves conducting market research by looking at the market for organizations dealing with products that would offer competition. The second step is assessing the competitor’s objectives, strategies, strengths and weaknesses, and reaction patterns (Armstrong & Kotler, 2021). A company needs to understand its rivals in a competitive landscape. For example, it helps the organization make strategies to achieve a competitive advantage. The third step is choosing which company is the highest threat and deciding whether to attack or avoid the firm (Armstrong & Kotler, 2021). Targeting rivals that threaten the company’s survival is integral to its success. As a result, the three steps help TLG understand its competitors in the market.

LEGOS should not think of themselves as Toymakers because their services go beyond the making of toys. The company had made social responsibility its practice and toys the medium towards achieving its goals (Armstrong & Kotler, 2021). Apart from producing and selling toys, the company has focused on social responsibility. They have made a name for themselves in the world and are using the toys as fuel to do better and act as an example to other organizations that their success is feasible. For example, Lego has shown a prototype for a recycled beverage bottle brick (Armstrong & Kotler, 2021). In recent years, the company has increased its sustainability efforts and set several goals. Focusing on environmental concerns has been increasingly important for toy producers, and Lego has been a leader in this field.

Product, Price, Promotion, and Place

The place represents where and how people purchase TLG’s products. Consumers can purchase products through online and physical stores. Walmart and many more. TLG is among the companies with a strong online presence through its interactive website (LEGO, 2021). When customers visit the website, they can see various products in the market. Customers can also find their products in TLG’s brick-and-mortar stores (Armstrong & Kotler, 2021). Apart from online and physical stores, the company sells its products through third-party partners such as Amazon, Walmart, and many more. A customer can find TLG’s products through Amazon’s website and stores. Therefore, the place is integral for the effective performance of TLG’s products and services.

Price is how much TLG’s products cost in the market. TLG’s toys are not cheap since they require great precision and high-quality materials (LEGO, 2021). As a result, the products must pass severe tests before they can be sold on the market, which comes at a premium price. In its marketing mix, the company uses a small premium as well as a competitive price strategy. The main focus of TLG is for its customers to have high-quality toys and for middle-class families to be able to purchase the products. To encourage repeat purchases, it gives outstanding value to customers. The prices of Lego toys range from around $10 for block games to $100 for premium products (LEGO, 2021). Thus, the price of the products has helped in its dominance in the market.

Promotion is specific and thoughtful advertising that attains a company’s target market. In contemporary organizations, various digital platforms are used to market brands (Armstrong & Kotler, 2021). TLG has become popular through its extensive promotional strategy. The company has showcased its foundations and initiatives to those who visit its website. It provides a great platform where people can learn and understand TLG’s social responsibilities and practices. The company also uses various marketing modes such as TV shows, e-commerce, and social media platforms (LEGO, 2021). Based on this, TLG has used various digital marketing tools such as Facebook.

Product refers to any goods or services offered by an organization to satisfy the needs and wants of a target market. LEGO is among the biggest block toy across the globe (Armstrong & Kotler, 2021). However, the company is not restricted to the offering of Toys, and it has embraced a much broader space in the market. TLG offers other products such as video games, media and entertainment, theme parks, and other products. The video games developed by the LEGO group include Batman, Star Wars, Indian Jones, and many others (LEGO, 2021). Therefore, the products offered by TLG are unique and aim to meet the company’s needs.


TLG practices sustainable marketing due to its involvement in protecting the environment and social responsibility. The company has ensured that its vendors, firms, and individuals who supply the materials engage in environmentally friendly practices. TLG is keen on reducing carbon emissions, pollution, and waste. In protecting the environment, the organizations ensure the world is safe for the children to take over. As a result, sustainable marketing has helped increase the reputation of TLG.


Armstrong, G., & Kotler, P. (2021). Principles of marketing (18th ed.). Pearson.

LEGO. (2021). The LEGO Group – About us – US. The LEGO Group. Web.

Sheth, J. N., & Parvatiyar, A. (2021). Sustainable marketing: market-driving, not market-driven. Journal of Macro-marketing, 41(1), 150-165. Web.

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